Chris Thetford Vice President - Communications and Marketing BBB|St. Louis BBB Serving Eastern Missouri and Southern Illinois.

Chris Thetford

Chris ThetfordVice President - Communications and MarketingBBB|St. Louis

BBB Serving Eastern Missouri and Southern Illinois

BBB Serving Eastern Missouri and Southern Illinois

Amplifying Brand Recognition

BBB Serving Eastern Missouri and Southern Illinois

Strong operations strengthens brand value

BBB Serving Eastern Missouri and Southern Illinois

Earned Media2678 media mentions January 1 May 31

BBB Serving Eastern Missouri and Southern Illinois

TV Advertising

BBB Serving Eastern Missouri and Southern Illinois

Social Media StrategyTell positive storiesDemonstrate use of servicesBuy and earn large reach

BBB Serving Eastern Missouri and Southern Illinois

Why outsource?1. Cost

2. Freeing up talent

BBB Serving Eastern Missouri and Southern Illinois

Increase Reach

BBB Serving Eastern Missouri and Southern Illinois

ExplainServices

BBB Serving Eastern Missouri and Southern Illinois

Positive Stories

BBB Serving Eastern Missouri and Southern Illinois

Result: Increased Reach2014 Reach Total: 69,660

2015 Reach through 5/31: 710,145

BBB Serving Eastern Missouri and Southern Illinois

Satellite OfficesColumbiaCape Girardeau

Quincy?

BBB MIDWEST REGIONAL CONFERENCE 2015ST. LOUIS, MO

Intra-staff communications: stay focused with clear goals

BBB Serving Eastern Missouri and Southern Illinois

Outdoor Advertising

BBB Serving Eastern Missouri and Southern Illinois

Radio SpotsDave Glover Show

#1 afternoon show in St. Louis talk radio

Digital AdvertisingBBB Serving Eastern Missouri and Southern Illinois

1. Increase online apps2. Increase leads3. BBB brand recognitionDigital Advertising

BBB Serving Eastern Missouri and Southern Illinois

YouTube ads promoting the online application121,809 Impressions 659 Clicks (through May)

March 28 - April 17

BBB Serving Eastern Missouri and Southern Illinois

CPC & Retargeting2,426 total views of application638 display on Charter307 Google CPC100 retargeting484 direct (view-throughs)705 organic

BBB Serving Eastern Missouri and Southern Illinois

Online Application231 Received in 201544 Accredited17 Pending30 Out of Area 20 Time in Business 92 Incomplete

BBB Serving Eastern Missouri and Southern Illinois

Digital AdvertisingBBB Serving Eastern Missouri and Southern Illinois

Web Hits up 20% over 2014

Through May 2014: 2,159,161 pageviews

Through May 2015: 2,601,815 pageviews

Digital AdvertisingBBB Serving Eastern Missouri and Southern Illinois

SEO EffortsPurposeful titles & URLsMetadataNo duplicate content when possibleNoindex if you need to post itRewrite it otherwise make it more relevant to your service areaMake the site usable22

BBB Serving Eastern Missouri and Southern Illinois

BBB Serving Eastern Missouri and Southern Illinois

BBB Serving Eastern Missouri and Southern Illinois

Result: Brand RecognitionMay 2014Sessions: 155,714Organic Search: 66%Direct: 27% Pageviews:433,333Greater share of people looking for BBB

May 2015Sessions: 255,597Organic Search: 72%Direct: 20% Pageviews: 574,129